About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Tuesday, May 22, 2012

The democracy of consumption and the hyped aspiration

The site on Anti- Counterfeit states “…However, markets are plagued by fakes, be it Stamps, Watches, Cigarettes, Cosmetics, Pharmaceuticals, FMCG goods, Auto Components, Software, Music, Films etc. resulting in significant loss to companies, corresponding evasion of Tax duties and violation of the rights of the consumer. Studies by industry associations bear this out, the Confederation of Indian Industries (CII) estimates that the FMCG sector loses approx. 15% of its revenue to counterfeit goods with several top brands losing up to 30% of their business due to IP crime…” ; the  report also states “…The damage to companies is “immeasurable” because seizures represent a tiny portion of counterfeit goods and lost sales are only one part of the equation. Any attempt to quantify it seriously will underestimate the extent of the problem, but they will suffer in terms of the reputation of their brands. The boom is being driven by the Internet, which makes it easier to find customers, and the development of cheap, high-quality printing equipment that allows criminals to mass-produce packaging. Growing trade with Asia, where trademark rules are less rigorously enforced, is also contributing to the trend…”

The fake goods are in abandon at Indian Metro cities as well as rural and urban areas. The rapid consumption of counterfeits in developing countries might be a challenge for the established brands, but to me, the counterfeits are the symbols of “democracy of consumption” and a result of hyped aspiration created by the very brands  those are said to be .

The over promoted (media created) hype (ie. The launch of new iPhone…) that’s strategically spread in the developing countries are actually the “killer” to slowly murder the “American dream” which an average youth is made to see and yet not being able to avail!

The result is obviously frustrating. The fake/ counterfeit is actually the good "safety tab" for the society to somehow bridge the gap and lets one be happy with a copy. The individual who is buying / availing the fake also knows that it’s not an original product and neither can he afford an original.

So, unless the socio-economic gap is reduced and merged (which is anyway impossible within next one decade or more) the counterfeits will exist and flourish in India (or any developing country) to blister the brands whoever is being hyped by the other side of society!

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